China'S Home Textile Industry Returns To Market Essence, Carpet Enterprises Seek Breakthroughs

"In 2015, influenced by factors such as high cost and shortage of labour force and uncertain exchange rate, China

Especially small and micro enterprises and enterprises under the scale will encounter many difficulties in their operation.

Recently, Yang Zhaohua, President of China Household Textile Industry Association, said in an interview with reporters.

China's home textile industry smoothly into the new normal

Statistics show that 40 small and micro enterprises (average annual turnover of less than 7 million 500 thousand yuan) were tracked by the association. The negative growth occurred in January 2014 and November. The average revenue of the main business decreased by nearly 14%, the total profit decreased by 21%, and the domestic sales decreased by 6.9%, and its average profit margin was 2 points lower than that of the whole industry.

However, enterprises under the scale (with an average annual turnover of less than 20 million yuan) have changed from positive growth in 2013 to negative growth.

However, under such circumstances, leading enterprises in the industry still maintain a relatively fast development momentum, and the trend of mergers and acquisitions is strengthening.

Driven by leading enterprises, in 2014, the entire home textile industry achieved a 6.1% growth, and the export scale increased by 6%.

Judging from the operation of enterprises, the industry has basically maintained a "steady development".

Yang Zhaohua believes that the unfavorable factors that the industry will face will not disappear in the short term, and the competition among enterprises will further intensify. Under such circumstances, enterprises with poor management and unreasonable product structure will naturally be eliminated in competition.

For those enterprises that still have potential for development but lack capital and technical support, they may choose to restructure or be merged by leading enterprises.

"Enterprises need to be based on the development and change of the market, identify the market orientation, make full use of the leverage effect of capital, and develop rapidly, and the market share will also be improved.

This is a process of the industry's survival of the fittest and progress, which can solve the problem of structural overcapacity in the industry. "

Yang Zhaohua analysis pointed out.

Smart to boost domestic demand, upgrading domestic textile industry

"In the new normal, enterprises need to adjust their development ideas to adapt to changes in consumption structure brought about by changes in consumer habits.

We advocate that the industry should change from production oriented to consumption oriented, and rely on guiding consumption to stimulate domestic demand.

Yang Zhaohua also exemplified that in this respect,

It also made many attempts to combine with home textile enterprises.

For example, through questionnaires and scientific experiments, it is pointed out to the public that there are misunderstandings in the use of towels and core products, guiding consumers to correctly use home textile products.

At the same time, the association is introducing the concept of "4S" into the home textile industry to guide enterprises to pform from production enterprises to production and service enterprises.

Enterprises need to enhance the ability of after-sales service and increase customer stickiness through service.

For example, there is a huge demand for professional services such as curtain cleaning and repair. If the enterprise can provide such services for customers, the investment of consumers in home textile products will change from one consumption to multiple consumption.

By promoting healthy and scientific lifestyle to guide consumers, not only can effectively stimulate domestic demand, solve the problem of structural overcapacity faced by enterprises, more importantly, it can also effectively improve the quality of life of consumers, and ultimately achieve a win-win situation for consumers and enterprises.

In addition, the rapid development of the Internet brings home textile enterprise's mode innovation.

The business model of home textile enterprises should be returned to market demand oriented, and no longer be able to produce more luxurious and high-end products. Instead, we should do more subtraction, save unnecessary technology, reduce costs, and provide consumers with cost-effective products.

Culture leads fashion, carpet enterprises seek breakthroughs

With the diversification of consumption demand and the continuous growth of personalization, the ability of Chinese textile enterprises to design R & D and brand culture is still far from the international counterparts.

Especially in the excavation and performance of Chinese national culture, we have not yet caught the true meaning of Chinese traditional culture, and applied the elements of Chinese culture without integrating the soul of Chinese indigenous culture with modern consumption aesthetic concepts.

"In the increasingly serious problem of homogeneity of home textile products, it is a breakthrough to build a modern Chinese family culture with the characteristics of the times and the national characteristics by finding the national cultural complex from traditional culture, drawing wisdom from the intangible cultural heritage, and integrating the most representative Chinese cultural elements into the modern life style."

Yang Zhaohua pointed out that "this is why the Association strongly supports the declaration of national products by Oriental carpet and other enterprises, and we believe that this is also one of the important paths for the development of China's home textile enterprises."

China has a long history of making carpet and carpet, but at present, the overall level of China's per capita consumption carpet is quite different from that of developed countries in terms of per capita consumption of 2 square meters.

It is the responsibility of enterprises to undertake and carry forward the carpet culture and guide the important task of carpet consumption concept.

Carpet products have strong national and cultural characteristics. The current consumer market also has strong national and regional characteristics.

In this case, the Oriental carpet application for national product projects is not only conducive to occupying the market, but also helps popularize the carpet culture and inherit the national culture and intangible cultural heritage, especially through the strategy of "one belt and one road", learning the cultural characteristics of Persian rugs and India carpets, learning advanced design concepts from abroad, and using it for Chinese enterprises.

Oriental carpet can rely on its advanced technology and equipment and talent advantages to produce personalized and ethnic cultural products, which helps to speed up the upgrading of the enterprise itself and promote industrial upgrading.